Now interiors are the new black: fashion labels move into homeware design | Interiors

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Following the launch of “Hand-painted pottery”, “hand-woven chequered wool rugs” and “artisan basketware”, these are now the must-haves. designer and TV presenter Laura Jackson’s new homewares hub, Glassette.

The London fashion designerThe site was launched last week to immediate acclaim by British Vogue.

Jackson started the online shop in order to highlight small independent shops around the world. “We want to make a change with homeware,”Jackson tells the Observer. “Glassette is all about thoughtful consumerism – not just the product, but giving a voice and a platform to the artisan who made it.”

Jackson isn’t the only high-profile fashionFigure to turn her focus to homewares. Increasing numbers of fashionNow, houses also sell homewares. Designers who have made their mark on the catwalk are now pursuing their passion for crafting. Jonathan Saunders and Matthew Williamson, two of the most prominent London Fashion Week figures in the 2000s/2010s, launched furniture and interiors businesses. Henry Holland and his eponymous company parted ways. fashionTo pursue a career as a ceramicist, he will be moving into his house in April 2020. It’s a move that has he says, reconnected him with his creativity.

New crockery from Laura Jackson’s Glassette rangeNew crockery from Laura Jackson’s Glassette range

“The fashion industry can be relentless and I think until you take a break you don’t realise how much burnout there is,” says Holland. “Working in ceramics is really fulfilling because you’re building something in solitude and don’t need a huge team. That has been really therapeutic.”

Holland estimates that his Hackney studio produces 300 tableware pieces per week. “This was supposed to be my quieter life, but that doesn’t seem to have happened,”He says. He adds that fashion and homeware are very similar. “You still have to find something interesting and unique to say, and create something covetable that fits into people’s lives.”

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Retailers haven’t missed the opportunity to benefit from increasing appetites for homewares. Net-a-Porter’s Libby Page says the luxury fashion retailer’s homewares offering has increased by 3,000% in the past year since it decided to add almost 1,000 pieces by 37 brands.

“It’s more important than ever for designers to do something different to captivate an audience, and launching a category like home allows them to make some noise,”Page points out the homeware arm of fashion houses such as Loewe – designed by the renowned JW Anderson – and Brunello Cucinelli as “super popular”.

La Belmond Residencia Deia bedroom design by Matthew WilliamsonLa Belmond Residencia Deia bedroom designMatthew Williamson

Holland also noted that all his former clothing retailers now have homewares sections. “The [fashion] industry is really struggling with a huge explosion of brands and a complete lack of brand loyalty so it’s tough to build a brand and sustain it. But homewares is a huge and growing market.”

Lucie Greene, founder and CEO of brand strategy firm Light Years, says that the millennial-driven interiors trend is a new trend.

“The oldest millennials are turning 40, becoming parents and buying houses and they’re shifting their connoisseurship around vintage fashion, beauty and new labels to upholstery providers and wallpapers,”She says. “Thanks to the 2008 global economic crisis, student debt and other structural changes, millennials in many ways have had to delay growing up. They’ve had babies later, bought properties later – if at all – and that in turn has made ‘growing up’ more aspirational.”She says that most millennials continue to be young. “want nothing more than the spoils of middle age so it puts a chic curated home in the sweet spot”.

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It is not surprising that interiors are gaining popularity on social media. “Social media made people think about what they were wearing; now it’s making them think about where they live,” says Holland. “People are starting to curate their environments in the way they did with their wardrobes.”

Greene says it’s all to do with Instagram. “If TikTok has driven long-form consumption of comedic memes, creative videos and viral dances, Instagram has become the ultimate fishbowl for shoppable lifestyle porn,”Greene notes that content is consumed in large quantities. “skyrocketed”Throughout the pandemic.

“We are acutely aware of our home environments since we have had to work, live, socialise and relax in them all the time,”She says. “From gardens to home renovations and buying new ergonomic office furniture, increased exposure to our homes has made us want to invest more in them.”

This idea of purpose is what inspired Jackson to launch Glassette. “Purpose is an important word that means so much to everybody after Covid. It’s like, ‘What are we doing and why are we doing it and what does it mean?’,”She says. “That goes down to what are we buying as well as who are we buying it from. If it has a place in our home, it has to have purpose and meaning in our home, and I think that is something people resonate with after the past 18 months.”

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